Pacific Campaign

Launched in 2015, our Pacific campaign features real stories from Pacific Island people who approached us at the 2015 Pasifika Festival. These people shared how smoking has affected their lives and the lives of their families. Their stories featured in a range of online videos, radio ads and 'adshel' posters.

Crayons

The Crayons campaign was developed by Māori Television in August 2014. It targets people in high smoking prevalence populations and aims to encourage quitting by showing the negative impact smoking has on children.

The campaign focuses on children who come from a loving, happy home in which the adults around them smoke. As a result, the children believe smoking is normal. We see them mimicking the adults smoking using crayons as they amusingly pretend to blow out smoke and light their crayons.

The Last Dance

Launched in December 2013, this television campaign is adapted from the Quit Victoria Last Dance advertising campaign and shows the harsh reality that faces many long term smokers. The video depicts a very sick man on oxygen who rises from his hospital bed to share a ‘last dance’ with his wife to the song ‘Que Sera, Sera’ as their son watches on. The main message of this campaign is encourage smokers that ‘What will be, doesn't have to be’. By calling Quitline, people who smoke can get help to quit the addiction before it's too late.

Did You Know?

Launched on 3 November 2013, our Did You Know? campaign provides information on Quitline and the quitting process and promotes the services and support that Quitline can offer to someone who wants to stop smoking. It features a number of our Quitline Advisors talking about the various aspects of support.

We also have videos available for local Health providers and other stakeholders to use:

Stakeholder video

Quitline Services montage

Behind the scenesWe also made a number of behind the scenes videos with our featured Advisors:

Jerri's story

Dom's Story

Dave's Story

The Moment I Knew...

Launched on 1 July 2013, ‘The moment I knew…’ Campaign features three real people – Sandy, Carl and Josie – who share the moments when they realised they had to quit smoking. The campaign aims to prompt smokers to find their reason to stop smoking and seek help from Quitline. The ads end with a piece to camera by Quitline CEO Paula Snowden, encouraging smokers who know it’s time to quit to contact Quitline. The end frame displays Quitline’s contact details.

Matariki

Quitline featured a special television ad for Matariki 2013 which focused on quitting smoking for tamariki.

Chads Chambers' Quitting Journey

During 2012-2013 Quitline featured Chad Chambers (Ngāti Porou), winner of Maori TV's Homai Te Pakipaki, in a series of TV ads on Māori TV. Much like our previous video diaries, the campaign follows Chad's quitting journey as he gets help through Quitline and challenges people to quit smoking with him.

Five Times More Likely

In October 2012 we refreshed our TV advertising to promote the message that you're five times more likely to successfully quit smoking if you use our services.

Advertisements in English

Lung cancer

Pregnancy

Save your lungs

Advertisments in Te Reo Māori

Pregnancy

100 dollars

5 times

Christmas

The New You

Quitline’s advertising campaign the New You showed six of our clients using Quitline services (e.g. one person uses the phone, one the blogs, another QuitStats and another Txt2Quit). As each person uses the Quitline service, we see them leaving their ‘old self’ behind and transforming into their new happy smokefree self. There are both English and Maori versions of the advertisements. Messages in the core advertisements will be reinforced by a series of 15 second advertisements.

During the taping of these ads, the clients were interviewed for their story about how and why they used to smoke. To view these interviews, visit our Quit Smoking Stories page.

Online

Phone

Phone (Te Reo Māori)

Online (Te Reo Māori)

View our behind-the-scenes interviews with the people in these ads by visiting the our Quit Smoking Stories page.

Fifteen Second Advertisements about our different online tools

Patches

Quit Blogs

Quit Stats

Phone and online

Reuse our services

Don't Give up, Quit.

The 'Don't Give up, Quit.' Campaign was launched in January 2011 coinciding with both the New Year and the January tax increase on tobacco products. The campaign reinforces the fact that in 2010, 11,000 New Zealanders successfully quit smoking with help from the Quitline. The message to all smokers is that every hour a kiwi successfully quits smoking. The ads encourage everyone to make this their hour and get in touch - It's the very best way to turn that New Year's resolution into a reality.

Make it your hour (20 sec)

I've got a patch

Make it your hour (30 sec)

Pregnancy Campaign

The Pregnancy campaign advertisement was created for winter 2009, and features real Quitline advisors. The ad highlights the dangers of smoking while pregnant.

Pregnancy Campaign

Health Warnings

The Health Warnings campaign began in June 2008, timed to coincide with the Ministry of Health's roll-out of graphic pack warnings on cigarette packets.

The first series of ads showed the impact of a lifetime of smoking on Adrian Pilkington, who was diagnosed with oral cancer - cancer of the mouth, nose or throat- and has had his tongue removed. He now speaks through a 'trachy' device and cannot eat normally.

Introducing Adrian

Adrian's Lunch

Adrian's Mask

Photo album

Regrets

Adrian's sister

Sadly, Adrian passed away in September 2009. On the 5th anniversary of his death we shared the following tribute on Facebook, in the hopes that Adrian's story would continue to inspire other smokers to quit.

The second series of adverts, shown between April and June 2009, featured former smoker Keith, who suffers from emphysema. Fighting for every breath, Keith says that smoking has literally 'sucked the life' out of him.

Walking 1

Oxygen 1

Walking 2

Prison

Supermarket

Oxygen 2

Oxygen 3

Christmas Campaign

The Christmas campaign advertisements were created for the 08/09 Christmas and New Year Period. They feature real Quitline Advisors encouraging smokers to call Quitline over the holiday period.

Txt2Quit

Video Diaries

Video Diaries follows smokers as they make their quit attempt. These documentary style commercials feature real smokers and are unscripted.

Every series of Video Diaries is different because no quit attempt is ever the same. The raw emotions and struggle of quitting is evident with each quitter and the commercials also show the strategies each smoker uses to quit.

Angela quits smoking

Joe quits smoking

Roseanne and Ieremia quit smoking

Karen and Sean

Tash quits smoking

Stu quits smoking

Every Cigarette Is Doing You Damage

The TV campaign Every cigarette is doing you damage highlights the health effects of smoking and advertises the Quitline number. It is a ‘threat-appeal’ campaign, adapted from the National Australian Tobacco Campaign.

The seven commercials - lung, brain, aorta, tumour, lung/tar, heart attack and eye - pull no punches about the devastating effects smoking has on the body. There are images of fatty aortas, rotting lungs, tumours, blind eyes and a blood-clotted brain.

The heart attack ad features a Samoan smoker and is aimed at encouraging Pacific peoples to quit smoking.